MODEL PENGELOLAAN REVERSE LOGISTICS JALUR FORMAL DAN INFORMAL SERTA MENGAKOMODASI PERILAKU KONSUMEN

SITI MAHSANAH BUDIJATI, Ir. Subagyo, Ph.D; Dr.Eng. M. Arif Wibisono, ST., MT.; Nur Aini Masruroh, ST., M.Sc., Ph.D

2016 | Disertasi | S3 ILMU TEKNIK MESIN

Pada sistem/ wilayah/ negara yang tidak mewajibkan OEM (Original Equipment Manufacturer) menerapkan program take back, maka dimungkinkan terbentuknya aliran reverse logistics yang berbentuk closed loop maupun open loop untuk menangani produk yang sama. Pada aliran open loop yang merupakan jalur informal, para pelaku yang turut serta dalam pengelolaan aktivitas reverse logistics seringkali cenderung mementingkan keuntungan ekonomi dan mengabaikan masalah lingkungan. Di sisi lain, program take back resmi yang ditawarkan pelaku formal yang membentuk aliran closed loop, kurang mendapat respon dari masyarakat. Sementara itu, model-model pengelolaan reverse logistics yang tersedia saat ini, masih memisahkan antara pengelolaan jalur formal (aliran closed loop) dan pengelolaan jalur informal (aliran open loop). Adapun konsumen yang berperan selayaknya pemasok dalam sistem reverse logistics juga perlu diperhatikan perilakunya, guna kesuksesan aktivitas reverse logistics. Untuk itu, diperlukan penelitian yang dapat memberikan usulan model pengelolaan reverse logistics yang meliputi jalur formal (aliran closed loop) dan jalur informal (aliran open loop), serta mengakomodasi perilaku konsumen. Untuk mewakili sistem reverse logistics yang meliputi jalur formal dan informal, penelitian dilakukan pada sistem reverse logistics ponsel. Penelitian dilakukan dalam tiga tahap, pertama: penelitian tentang perilaku riil konsumen pasca konsumsi ponsel, kedua: pengembangan model niat konsumen untuk berpartisipasi pada program take back dengan pendekatan Structural Equation Modeling (SEM), ketiga; pengembangan model pengelolaan reverse logistics jalur formal dan informal, serta mengakomodasi perilaku konsumen, dengan pendekatan system dynamics. Survai dilakukan terhadap 355 responden pengguna ponsel di Indonesia. Penelitian pertama menemukan tiga jenis perilaku riil konsumen pasca konsumsi ponsel, yaitu: menyimpan/ memberikan ke orang lain, menjual, dan membuang. Tidak ditemukan konsumen yang pernah berpartisipasi dalam program take back ponsel. Hasil penelitian menunjukkan bahwa perilaku dengan distribusi frekuensi tertinggi adalah menyimpan/ memberikan ke orang lain. Tes homogenitas mengungkapkan perbedaan proporsi perilaku menyimpan/ memberikan ke orang lain dan membuang berdasarkan jenis kelamin, serta perbedaan dalam proporsi membuang berdasarkan pendapatan. Tes independensi menemukan bahwa tidak ada hubungan antara latar belakang demografi dengan pilihan perilaku konsumen pasca konsumsi ponsel. Hasil penelitian tahap kedua menunjukkan bahwa faktor government drivers merupakan faktor yang paling berpengaruh terhadap niat konsumen untuk berpartisipaasi dalam program take back, disusul oleh faktor environmental attitude, dan terakhir faktor economic drivers. Ditemukan juga bahwa government drivers berperan sebagai mediating variable antara faktor perceived environmental regulation dan niat konsumen. Analisis terhadap faktor-faktor demografi menunjukkan bahwa hanya perbedaan besar income yang menunjukkan perbedaan niat konsumen. Analisis dari sisi paparan media menunjukkan bahwa tidak ada perbedaan niat konsumen untuk berpartisipasi dalam program take back berdasar jenis media yang diakses maupun frekuensi akses. Selanjutnya, hasil penelitian tahap ketiga menunjukkan bahwa model pengelolaan reverse logistics yang memberikan peningkatan terbesar bagi partisipasi konsumen dalam program take back, adalah penerapan skenario 3, yaitu penggunaan environmental attitude sebagai faktor pendorong partisipasi konsumen. Penerapan skenario 1 yang merupakan kombinasi tiga faktor, yaitu government drivers, economic drivers, dan environmental attitude, serta penerapan skenario 2 yang merupakan kombinasi 2 faktor, yaitu government drivers dan economic drivers memberikan hasil yang sama sebagai faktor pendorong partisipasi konsumen. Dari hasil penelitian dapat direkomendasikan bahwa untuk pengelolaan reverse logistics ponsel terutama untuk keberhasilan program take back diperlukan sikap lingkungan konsumen yang tinggi. Untuk itu, diperlukan program-program lingkungan yang intensif yang melibatkan masyarakat. Program-program tersebut dapat difasilitasi melalui kerjasama antara pemerintah dan perusahaan. Tetapi jika sikap lingkungan konsumen yang tinggi belum dapat dicapai, maka diperlukan aturan khusus dari pemerintah yang mendorong konsumen untuk berpartisipasi dalam program take back ponsel. Demikian juga perusahaan perlu memberikan insentif finansial kepada konsumen yang berpartisipasi dalam program take back. Selanjutnya untuk arah penelitian berikutnya dapat difokuskan pada pelaku pada jalur formal dan informal, untuk mendapatkan strategi pengelolaan reverse logistics yang memberikan keuntungan ekonomi kepada pelaku pada kedua jalur dan tetap berkontribusi pada kelestarian lingkungan.

In the systems/ regions/ countries that do not obligate the OEM (Original Equipment Manufacturer) to implement a take-back program, there is a possibility of a closed loop and open loop reverse logistics flow to handle the same product. In the open-loop flow, the informal parties who participate in the reverse logistics activity often only seek the economic benefits and ignore the environmental problems. On the other hand, the official take-back program offered by the formal sectors that form closed-loop flow gets less response from the community. Furthermore, consumers play a role as suppliers in the reverse logistics systems, so their behaviour should be considered. Meanwhile, the existing reverse logistics network models still separates the model of closed loop and open loop. Thus, it is necessary to develop a reverse logistics network model that covers formal and informal channels, as well as accommodate consumers' behavior. The research was conducted on mobile phone reverse logistics system to represent the combination of formal and informal reverse logistics network. The research was carried out in three phases, first: a research on consumers' post consumption behaviour of a mobile phone, second: a model development of consumers' intentions to participate in a take-back program used Structural Equation Modelling (SEM), third; a model development of formal and informal channel reverse logistics network, as well as accommodate consumers' behaviour utilized system dynamics. The survey was conducted on 355 mobile phone users in Indonesia. The first research indicated three types of post consumption behaviours, namely: sell to second-hand market, storage/ donated to others, and direct discarding, meanwhile there was no consumers who were willing to return the mobile phone to the take back program. The result showed that the behaviour with the highest frequency distribution was storage/ donated to others. The homogeneity tests revealed the differences in proportion of storage/ donated to others and direct discarding based on gender, as well as the differences in proportion of direct discarding based on the income. The independent test found that there was no relationship between demographic backgrounds with the choices of post consumption behaviour. The second research showed that the most influential factor on consumers' intentions to participate in the take back program was government drivers, followed by environmental attitude, and the last factor was economic drivers. It was also found that the government drivers served as a mediating variable between perceived environmental regulation and consumers' intentions. Moreover, analysis of demographic data showed only the difference in income which significantly affects consumers' intentions. The analysis of the media exposure showed that there was no difference in the consumers' intention to participate in take back program based on the accessible of media and the frequency of access. Furthermore, the third research showed that the reverse logistics network model that provided the greatest improvement for consumers' participation in the take back program was the application of the third scenario, i.e. the use of environmental attitude as factor encouraging consumers' participation. The application of the first scenario which is a combination of three factors, namely government drivers, economic drivers and environmental attitude and the application of the second scenario which is a composite of two factors that were government and economic drivers gave the same results as the driving factor of consumers' participation. It could be recommended that for the successful of mobile phone reverse logistics network management especially the application of the take back program, it was required a high consumers' environmental attitude. Therefore, it is required an intensive environmental programs that involve the community. The programs can be facilitated through the collaboration between the government and the company. If the high consumers' environmental attitude has not been able to achieved, it would require a special rules from the government to encourage consumers' participation in the mobile phone take back program. Likewise, the companies need to provide financial incentives for consumers who participate in the take back program. For the future research, it is needed a focus study involving the formal and informal actors, in order to find an appropriate reverse logistics network management that benefit the both actors and contribute to the environmental sustainability.

Kata Kunci : reverse logistics, ponsel, niat konsumen, SEM (Structural Equation Modeling), system dynamics